Direct mail is one of the most popular marketing tactics for D2C brands. It generates five to nine times higher response rates than other channels. D2C marketing also feels more personal and convincing.
So what is a direct-to-consumer (D2C) marketing model, and how to use direct mail with it?
Here's everything you need to know about direct mail and the benefits it can bring to your direct-to-consumer business.
Direct To Consumer Marketing: Overview
Direct-to-consumer has become a significant trend in consumer marketing over the past few years, with companies like Casper, Warby Parker, and Everlane leading the field. These companies sell different goods but have one thing in common: They make their products themselves and sell them directly to customers.
What Is Direct To Consumer Marketing?
Direct-to-consumer (DTC) marketing is a consumer marketing strategy designed for companies that sell directly to customers without using any retail middlemen. Direct-to-consumer brands are built on top of eCommerce platforms and usually have low overhead costs and a digital-first approach.
What Are The Direct-To-Consumer Marketing Channels?
The direct-to-consumer model is an excellent way for brands to reach consumers without obstacles. Brands can create new shopping experiences and deliver products directly.
The direct-to-consumer model enables brands to build deeper relationships with customers and grow brand equity, which is essential when consumers have tons of alternatives in today's market.
The rise of direct-to-consumer marketing has led to the appearance of many different ways brands can connect with consumers. The most common direct-to-consumer channels include:
- Content marketing (e.g., blog posts, explanatory videos);
- Digital advertising through social media (e.g., Twitter, Facebook, Instagram);
- Email newsletters;
- eCommerce websites;
- Direct mail
But while these may be the most common channels, they aren't the only ones available to direct to consumer brands. With so many ways to connect with your target audience, you can focus on channels that best fit your brand strategy and goals. This article tells more about using D2C direct mail.
5 Benefits of Direct Mail for D2C Marketing
Although digital channels have become a dominant part of D2C marketing strategies, direct mail is relevant and effective for many brands. Mail delivers high response rates, increases brand awareness, and attracts new customers. These benefits make it a great option for brands looking to optimize their ROI.
If you're a direct-to-consumer business, here are five reasons why you should use direct mail in your consumer marketing strategy:
#1. Consumers Don't Always Open Emails, But They Read Direct Mail
Consumers drown in emails. There are too many—from social media platforms, companies they've subscribed to, and brands they haven't heard of. As a result, many people have become tired of email marketing.
Direct mail has a different feel to it than an email does. Because your customers can hold something physical in their hands, they're more likely to give it their attention. Over 86% of consumers report sorting through their mail as soon as they get it, and an equally impressive number of people read or scan their direct mail immediately after receiving it.
#2. Customization For Targeted D2C Marketing Campaigns
With direct mail, you can send a message directly to your target audience. It allows tailoring communications to customers' needs and preferences.
There's no mass mailing here. Every recipient gets a curated experience based on their past buying habits, interests, and location. You'll also have a better chance of getting them interested in what you offer. You can even automate trigger-based mail marketing with modern software like Inkit Send. It integrates with your systems to automatically print and deliver custom mail pieces based on real-time events (e.g., click, subscription, opened email, etc.)
But that's not all. Triggered targeted direct mail allows for access to comprehensive metrics. You'll be able to monitor how well your campaign is performing and make tweaks as necessary.
#3. Direct Mail Has High ROI
Direct mail marketing is a huge opportunity for direct-to-consumer businesses. It works well with other digital channels, and it's very effective at driving sales. Every dollar spent on direct mail generates an average of $12.57 in sales.
#4. Better Response Rates Than Online Channels
Direct mail is a lot more effective than digital marketing in many ways. For example, the research found that 87% of consumers said they would rather read direct mail than digital ads, and 90% said they trust direct mail more than digital advertising. Consumers are also seven times more likely to buy after receiving direct mail compared to other forms of advertising such as social media or paid search ads.
#5. Direct Mail Relies on Data
Data-driven marketers love direct mail because it's driven by insights gathered through data analytics, allowing you to reach highly targeted audiences.
With the right data available, you can reach out to specific demographic segments of your customer base with personalized messaging, offers, and incentives. It allows you to tailor your messaging to your audience and run a more effective campaign.
How To Apply Direct-To-Consumer Marketing In Your Business?
The direct-to-consumer business model provides many benefits, but it can be challenging to pull off successfully. Consider the following strategies when applying a direct-to-consumer marketing strategy in your company.
Research your target audience's demographics, interests, and behaviors for consumer marketing. This information can help you tailor your marketing messages to resonate with them and encourage them to buy from your brand.
Create A Strong Brand Identity
Build a clear, consistent brand identity that stands out from the competition and creates an emotional connection with consumers. Your audience should be able to recognize your brand across all channels and campaigns instantly.
Identify Platforms For Maximum Impact
Choose platforms where your target audience resides. For example, if your direct-to-consumer brand sells clothes for fitness fanatics, it might make sense to advertise on Instagram. This way, you can reach people who follow fitness accounts and use fitness hashtags.
Decide Which Products to Sell Directly
Figuring out which products to sell directly and which ones to keep in the wholesale channel is crucial when getting started in consumer marketing.
For example, suppose you own a direct-to-consumer clothing company that sells only online. Then, you might choose to sell some signature pieces through an established third-party retailer rather than selling them exclusively on your website.
Target and Sell To Your Customers
The next step is to approach customers and let them know what you have, But first, you need to define your target market. When you can identify your customer, it becomes easier to reach them and sell your products or services.
You can do this by creating a buyer persona – essentially a fictionalized version of your ideal customer. Once you have it, choose the appropriate consumer marketing strategy to reach them.
Now that you know what is D2C marketing, the next step is making a success of it. Separating yourself from the crowd is critical in today's globalized market. One way to do this is by taking advantage of direct mail, an offline marketing channel that can help you stand out and grow your business.
From building brand recognition to increasing online traffic and sales, direct mail has profound benefits, especially for direct-to-consumer brands. Not only can direct mail help you reach a large audience, but it also allows you to target your messaging and present a more personal touch.
To make it even more effective, use direct mail automation software by Inkit. The Inkit Send API allows integrating trigger-based direct mail functionality with the software you already use. As a result, you can run cross-channel D2C marketing campaigns that unite automated mailings and online interactions.
Sign up for a free trial today to see how it works.